RI launches new digital tourism campaign

August 2, 2016 6:48 pm

Months after the Cooler and Warmer tourism campaign flop, the Rhode Island Commerce Corporation has launched a new digital ad campaign featuring ideas from those who live in the state.

Six images were chosen as part of the Make It Yours campaign. This Spring Rhode Islanders were asked to use the #MyRIStory to share their own pictures to be featured in the new tourism push.

Among those selected, a baby playing in the water off of Block Island, some Risotto from Federal Hill and Slater Mill in Pawtucket.

"The ads that we put up today to attract new tourists to Rhode Island features photos from Rhode Island’s residents highlighting the best parts of our state,” said Matthew Sheaff the Communications Director for the Commerce Corporation.

Sheaf says they received over 700 submissions.

Most people we caught up with like the concept of including ideas from Rhode Islanders themselves.

"I love it it’s what the people like,” said Amber Haywood.

"I think it’s important to get the natives take on how things are going,’ said Gary Symones.

"If it works that’s great it sounds better than the last thing,” said Ethan Ricklin.

The new ads still feature the initial sail like symbol created as part of the Cooler and Warmer Campaign. It does not include a tag line, that’s something some we caught up with take issue with.

"I would go with the Ocean State I always liked that. I don’t know why they changed it in the first place. Sometimes things work and sometimes things don’t work,” said Stephen White.

The new campaign cost $400,000. It will target the Northeast. The main focus on reaching people in Connecticut, Massachusetts, New Jersey, New York and Pennsylvania.

"They are going to be a GEO target to mobile cell phone users, they are also going to be on Travel and Leisure and Trip Adviser some of the biggest travel websites in the country,” said Sheaff.

The Commerce Corporation is still encouraging people to tweet to the #MyRIStory saying they can easily swap out some of the pictures moving forward.